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22feet bags digital duties of Titan; to set up digital hub

22feet bags digital duties of Titan; to set up digital hub

Author | Shubhi Tandon | Wednesday, Jul 27,2011 2:30 PM

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22feet bags digital duties of Titan; to set up digital hub

Independent digital agency 22feet has bagged the digital mandate for Titan across all brands following a multi-agency pitch, which included other prominent organisations in this space. Ogilvy & Mather is the creative agency for Titan, while Maxus is the media AoR.

On choosing 22feet, Isha Sapra, Marketing Services Manager, Titan Industries Ltd, told exchange4media, “What we liked about 22feet was the cohesive approach to the medium, both in terms of technology as well as creativity.”

Commenting on the win, Vineet Gupta, Managing Partner, 22feet, said, “We will be setting up a dedicated hub for Titan that will work closely with the client to ensure a strong web presence and smooth rollout across India and international markets. The team will be led by Ramraaj Raghunathan, Business Lead, 22feet. This will give the brand the flexibility to localise and be relevant in each of the international markets that they are present in.”

Sapra further said that for a brand as diverse as Titan, it was important to connect with its consumers each time they sought information around the category of the brand and digital played a very important role in this regard.

When asked how Brand Titan planned to ensure that the digital expression was in sync with its creative expression in other mediums, she replied, “We need to understand that the digital medium is about providing the user the information they want in a manner that is simple and intuitive. Digital is as much about technology as it is about creativity. So, while the personality and key message of the brand remains unchanged across media, what would differ is the user experience.”

Gupta added here, “As an iconic Indian brand, Titan adds a great deal to our current portfolio. It is the brand’s belief in the medium that allows us to truly explore the digital opportunity at a global level and thereby increase our understanding of the medium and its consumption across multiple markets.”

 

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